Main market is United Kingdom tailed with Ireland , Germany and Spain.

Employees : 22.000

258 Stores across Europe

Future Plans : Expansion to French market with strategic sites in Paris (2014)

Positioning

Communication Analysis MISSIONS “ To supply quality and affordable product to the customers with a focus on new promotion ”VisionsTo provide good and quality product at low prices compare to the other retailers on the same segment.

Keep and sustain competitive advantage

Promote the culture of “value for money”.ValuesTo offer the best value for money while improving range of product continuously

Ethical approaches to employment and trading

Environment, health and safetyRevenue : £ 2,730 millions

Main market is United Kingdom tailed with Ireland , Germany and Spain.

Owned by British Associated Foods

Employees : 22.000

Future Plan : Expansion to French market with eyeing sites in Paris (2014)

Urban Women 15-35 Fashion-consciousTARGETS

Wide-ranging sales area, high street retailer Top-of-Mind awareness (low cost clothing retailer segment)Low-cost pricing policyGreat ability to react due to an efficient supply-chain Management and a clever market prospection Achieves economies of ScaleWide Product range (Home/Kids/Men/women)WEAKNESSOPPORTUNITIESTHREATS Primark Today Producing on a large Scale Using Fabrics produces locally to the manufacturersReducing packaging and extensive use of multi-pack productFocuses on Key Garment sizes Minimal adverstising Cost-saving strategy, Primark has no budget dedicated to communication or advertising Bet on Word-of-Mouth Strategy No e-business development (turn down the partnership asos.com)Lack of digital communication.

Clothes organised in pilesMannequin displays: which orient the customer through the different departments and categories

Modern and sober furnitures Primark current Website What can we suggest ? How to Improve Brand recognition and Communication Strategy ?Pop-up Store concept

Collaborative Fashion showSponsorship

Celebrity Endorsement and collaboration Generate dynamism

Take Fashion to the streets and involve customers in the same wayIncrease brand recognition with an original concept

There are huge opportunities for retailers of discount fashion clothing. The recession has reduced the disposable income and the consumers have become more value conscious.Digital communication "Classic " communicationDevelop Facebook profile Create an Official Twitter Page : @PrimarkOfficial or @PrimarkDevelop Pinterest accountNew Website design and e-shop creationEntire website needs to be refurbished (introduction of an appropriate Graphic design charter)Creation of an e-shop Why does Primark communication need improvement ?Gain market shares on Fashion retail segment Opportunities in France: Outlet and online (as Forever 21 and Urban Outfitters)Reinforce Brand-recognition and image Extend the current group Audience Why ?Efficient operating process at Primark ValuesObjectives

Customers Expectations Primark is fashion retailers for 15-35 year old urban women group audience mainly,thanks to a very low pricing policy , sizable sales area PositioningMailing.Social networking activities